joe staton
TRANSCRIPT
1 © GfK 2014
“CURIOSITY, AUTHENTICITY & HONESTY AND
MANAGING THE MORE/LESS PARADOX”
Customers Exposed, MRS London October 2014
2 © GfK 2014
RR®W Markets
3 © GfK 2014
Customers Exposed #1
© Spencer Tunick
“There will only ever be
24 hours in one day”
4 © GfK 2014
Customers Exposed #2
© Spencer Tunick
“One t*t and one
testicle…”
5 © GfK 2014
Customers Exposed #3
© Spencer Tunick
“We will all need to
achieve more with less…”
6 © GfK 2014
More/Less Paradox
More Less
People Resource
Urban Rural
Distractions Time
Data Clarity
Complexity Simplicity
Choice Curation
Disruption Stability
Noise Quiet
Demands Money
7 © GfK 2014
Global Trends
8 © GfK 2014
Global Trends
12 Global Trends that
represent genuine, long-term
shifts in the attitudes and
behaviours that shape
consumers’ needs now and
next.
9 © GfK 2014
Experience
10 © GfK 2014
Kirin Ichiban
Japanese brewer Kirin’s new Ichiban Shibori Frozen Draft is served with a layer of frozen foam on top to
help keep it frosty cold. Kirin creates its frozen beer foam by blowing air into beer as it is stirred and chilled
to a -5 degrees Celsius. The resulting foam can reportedly keep the drink chilled for a full 30 minutes.
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Streamlined
12 © GfK 2014
Hellmann’s
In Brazil, Hellmann’s Recipe Receipt campaign began with the installation of custom software on cash
registers at a major supermarket chain. Then, when a shopper checked out with a jar of Hellmann’s in their
basket, the cash register could recognize that and generate a custom recipe based on Hellmann’s and the
other ingredients that were purchased and then printed on receipt. In the first month of the campaign alone,
sales reportedly increased 44%.
13 © GfK 2014
Considered Consumption
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John West
“Old Sam invites viewers to discover the story behind cans of John West tuna by inputting the
codes on the top of cans into the John West website to discover where the tuna was caught,
and the name of the boat it was caught on.”
15 © GfK 2014
Redefining Value
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Sainsbury’s
“Same price, different values. Now that most of the big supermarkets claim to be matching prices, you might
be forgiven for thinking there's no real difference between them. But take the two loose bananas above.
One’s from Sainsbury’s. It’s Fairtrade – which means a fair deal for the producers, irrespective of market
forces. The other’s from Tesco’s. It isn’t. They cost exactly the same. But that’s where the similarity ends.”
17 © GfK 2014
Personal Values
18 © GfK 2014
Personal Values
© Spencer Tunnick
“Personal Values are the
guiding principles by which we
live our life, they are a central
component of who we are and
what we need, do and feel.”
19 © GfK 2014
Why values?
1. Personal Values are the foundations of our attitudes,
motivations and behaviours
2. Values vary between and within cultures – people and
societies are different and therefore have different needs
3. Changing Values inform and shape future trends in
behaviour – important in understanding consumers now and
in the future
20 © GfK 2014
Ranked Values
1 Protecting the family 19 37
2 Honesty 20 38
3 Stable personal relationships 21 Curiosity 39
4 Self-reliance 22 40
5 Authenticity 23 41
6 Freedom 24 42
7 Material Security 25 43
8 Friendship 26 44
9 Enjoying life 27 45
10 Duty 28 46
11 29 47
12 30 48
13 31 49
14 32 50
15 33 51
16 34 52
17 35 53
18 36 Retribution 54
21 © GfK 2014
Global Values Map, 4 Distinct Corners
Pleasure People
Power Tradition
Thrift
Sex
Modesty
Working hard
Pleasure Retribution Nature
Cultural purity
Simplicity
Knowledge
Self interest
Adventure
Curiosity
Fulfilling work Material security
Duty Individuality
Excitement Being youthful
Tradition
Preserving
environment
Self reliance Freedom
Traditional gender roles
Enduring love
Authenticity
Social tolerance
Enjoying life
Beauty
Honesty Open minded
Soc resp
Health and fit
Learning
Ambition
Power
Friendship
Having fun
Family
Social stability
A varied life Equality
Wisdom Romance
Wealth
Internationalism Respecting ancestors
Faith
Creativity
Status
Stable personal relationships
Helpfulness
Looking good
Leisure
22 © GfK 2014
Global Values Map, 7 Values Types
Thrift
Sex
Modesty
Working hard
Pleasure Retribution Nature
Cultural purity
Simplicity
Knowledge
Self interest
Adventure
Curiosity
Fulfilling work Material security
Duty Individuality
Excitement Being youthful
Tradition
Preserving
environment
Self reliance Freedom
Traditional gender roles
Enduring love
Authenticity
Social tolerance
Enjoying life
Beauty
Honesty Open minded
Soc resp
Health and fit
Learning
Ambition
Power
Friendship
Having fun
Family
Social stability
A varied life Equality
Wisdom Romance
Wealth
Internationalism Respecting ancestors
Faith
Creativity
Status
Stable personal relationships
Helpfulness
Looking good
Leisure
23 © GfK 2014
Values Evolution
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South Korea
2000 2005 2010 2013
2020
Dramatic Shifts in Values Type Orientation
Pleasure People
Power Tradition
Pleasure People
Power Tradition
Pleasure People
Power Tradition
Pleasure People
Power Tradition
Pleasure People
Power Tradition
PLEASURE PEOPLE
POWER TRADITION
PLEASURE PEOPLE
POWER TRADITION
PLEASURE PEOPLE
POWER TRADITION
2007 2013
Traditionalists
Survivors
Socialrationals
Self-Directeds
Nurturers
Hedonists
Achievers
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Ind
ia
Ch
ina
Ru
ssia
Ja
pan
Fra
nce
Ge
rma
ny
US
A
Au
str
alia UK
Bra
zil
Sp
ain
Ita
ly
Arg
entin
a
Ca
na
da
Sw
ed
en
Achievers Hedonists Nurturers Self-directeds Socialrationals Survivors Traditionalists
% distribution of 15+ by Values type, by country, ranked by Achievers
ValueTypes
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Shifts
% distribution of global consumers 15+ by Values Types
+4
27 © GfK 2014
Positioning
‘Go your own way’
‘Don’t follow the herd’
‘Be your own person’
‘Fair Trade, Ethically Sourced’
‘Responsible Choices’
‘Quality = Value’
28 © GfK 2014
Future Brands
1 | Help customers do more with less
2 | Be aware of the evolving values horizon
3 | Align brand values to my Personal Values
29 © GfK 2014
Contact
Joe Staton
Director & General Manager | Market Opportunities & Innovation
GfK | Ludgate House, 245 Blackfriars Road, London, SE1 9UL UK
[email protected] M +44(0)7909 856766 | T +44(0)20 7890 9092
www.gfk.com | blog.gfk.com | @GfK_en
LinkedIn: http://www.linkedin.com/pub/joseph-staton/6/aab/490
30 © GfK 2014
“CURIOSITY, AUTHENTICITY & HONESTY AND
MANAGING THE MORE/LESS PARADOX”
Customers Exposed, MRS London October 2014
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